If there is one “truth” that has persisted in multicultural marketing throughout the decades, it is the assumption that less acculturated Hispanics are more brand loyal than their bicultural and more acculturated Hispanic counterparts. But this persistent trope has trickled outside of the confines of Hispanic marketing. Less acculturated Hispanics are now considered the most brand-loyal consumer segment out of non-Hispanic whites, Asians, and African-Americans.
But where did that ideology come from? Let’s look at the genesis of how this may have come about. Less acculturated Hispanics are typically the recently immigrated population in the U.S. Because they are unfamiliar with the brands in the U.S., they look to advertising to help guide their purchasing decisions.
Highly visible brands compete for mindshare among less acculturated Hispanics. Top performing brands became “top” of mind as less accultured Hispanics assimilate to life in the U.S., creating loyalty that will last throughout the consumers’ lifetime and potentially to future generations as they pass down these purchasing habits.
In theory, it all makes sense. But, as we’re seeing across several consumer verticals right now, behavior is changing.
ThinkNow Affinity TM analyzes brand loyalty across the Total Market & several core CPG categories giving brands insight into how they can attract and retain brand loyalty among key demographics.
Special Guest, Dr. Jake Beniflah, Executive Director for the Center For Multicultural Science, joins Mario X. Carrasco, Co-Founder and Principal at ThinkNow Research, to discuss the key findings of the report:
Download the report here for additional insights: